In this example of for sport shoes, five consumer segments have been identified, namely: These five example market segments are shown in the following diagram: This is the traditional segment of the sports shoe market. These consumers are actively involved in fitness or sports on a regular basis. They are usually looking for a good quality sports shoe that has the performance required to support them in their chosen field of activity. Many of these consumers would go to the gym or some form of fitness class on a regular basis or participate in some form of organized sport. They are most interested in well-known brands that offer higher quality shoes. They are willing to pay a higher price (within reason) for a suitable product. Consumers in this particular market segment are highly committed to a particular sport, and probably train more than 10 hours per week. Some may be professional athletes, but the majority are serious competitors in their chosen sport. They are particularly interested in shoes that are designed for a particular function (such as running, cycling, basketball, and so on) and typically seek out more modern innovations and technologically-advanced products.

This will be a high involvement purchase decision for these consumers and will tend to be relatively brand loyal as a result. It is a very mainstream market. It consists of a wide variety of people who are looking to purchase sports shoes to wear on day to day lifestyle basis. Because they do not wear the shoes for any specific sporting purpose, they are less concerned with the actual quality and performance specifications. They are most interested in comfortable shoes that represent good value for money. They tend to be quite attracted to very well-known brands because they consider that to be a safe, low risk choice. This is an emerging segment that is looking for sporty looking fashion shoe. They do NOT buy the product for its sports function, but for its style, look and brand image (for their social/self identity). As this market tends to be teenagers, young adults and young professionals, they want brands that are unique to themselves, not brands that their parents wear.

Like any market there are a proportion of people who are very budget conscious, or will buy cheaper shoes on occasions. These consumers are after low quality, low priced shoes that have a sporting look about them. Consumers in this market tend to be families, retirees, or consumers looking for an extra pair of shoes simply to wear around the house or in the garden. See more market segmentation examples Lifestyle & Entertainment Juice Nike is going after 3 kinds of customers Nike’s business is on fire. The company is the biggest player in the athletic apparel market, with $28 billion in annual sales. Its biggest competitor, Under Armour, sells just $3 billion. Nike has plans to grow the business even larger by focusing on a few key demographics. “Everything we do starts with the consumer,” CEO Mark Parker told investors during a recent conference call. “It’s our obsession with serving the consumer that sharpens our focus and drives our growth.”

Here are the three consumers Nike is focusing on the most. 1. Women Nike is expanding women’s apparel, especially sports bras and tights. Sales of Nike’s training and running apparel for women grew by double digits in the last quarter, outpacing the mens’ business, Parker said. The company also released a new couture-style collection with offbeat items like skirts and lace-trimmed jerseys. Women in their 20s and 30s are largely driving the “athleisure trend,” in which customers buy leggings with the intent of wearing them to the gym, errands, and brunch.clarks shoes uk discount Nike says the womens’ line could add $2 billion in additional sales by 2017.buy asics shoes online us 2. Young athletes Kids who play sports are a growing part of Nike’s business, according to Parker.nike toddler shoes red

Nike gets young athletes to wear its products through sponsorships with local leagues, clubs, and federations. It also sees partnerships with professional athletes as an important way to draw young customers in. All NFL teams currently wear Nike gear. The brand also has partnerships with scores of famous athletes including basketball star Kobe Bryant and tennis champion Roger Federer. Under Armour has also started signing famous athletes as a way to draw in young customers.walking shoes nike air 3. Runners  Much of Nike’s innovation efforts are focused in the running category, according to Parker.nike sports shoes first copy Despite this focus, the running category isn’t performing as well as the brand would like.buy running shoes in denver

“The pace of innovation at Nike has never been faster, and our pipeline has never been more robust,” he told investors. “Running is our heritage and our largest performance category.” New running shoes include the LunarTempo, which is designed for distance runners. Nike is also innovating running apparel to better compete with Lululemon, Under Armour, and Adidas. The company also revamped its Nike+ running app. Nike+ lets runners track their route, distance, pace, time, and calories. It also lets them share photos and compare progress with their friends. Nike sponsors grassroots running events around the world to recruit new customers. NOW WATCH: Animated map of what Earth would look like if all the ice meltedBarclays remains on the sidelines on Finish Line Inc (NASDAQ: FINL), despite the company reporting better-than-expected quarterly EPS and improved comps. The brokerage reiterated its Equal-Weight rating on the stock and $18 price target on stretched valuation.

Shares of Finish Line are trading above the price target at $22 levels. For the second quarter, the company reported adjusted EPS of $0.53 versus Barclays' estimate of $0.52. Revenue rose 5.4 percent to $509.4 million, higher than Barclays' $494.1 million estimate, with a comp growing 5.1 percent. Related Link: Buckingham Research Downgrades Finish Line To Neutral Related Link: Buckingham Research Downgrades Finish Line To Neutral Growth in basketball was driven by the retro Jordan and Curry shoes, particularly the strong launch of the Curry 2.5. Barclays expects the Curry franchise to continue its momentum with the launch of the Curry 3 later this quarter. On the flip side, EBIT margin fell 170 bps to 6.9 percent (vs. Barclays' 7.0 percent estimate). Gross margin declined 170 bps to 31.3 percent on a 200bps dip in merchandise margin. "Merchandise margin contraction was driven by higher markdowns as FL looked to clear its high inventory levels due to previous supply chain disruptions," analyst Matthew McClintock wrote in a note.